Isha Sharma
School of Administrative Studies
Assistant Professor
Email: sharmai@yorku.ca
Dr. Isha Sharma is an Assistant Professor of Marketing. Her teaching interests include Digital Marketing and Consumer Behavior. Her research focuses on new technology adoption, consumer engagement with AI-enabled technologies, consumer brand relationships, and online consumer culture. She has a consistent record of publishing research articles in reputed peer reviewed journals. She has also won the competitive research grant from AIM Sheth Foundation (2021) for her research proposal on service inclusivity for the differently-abled consumers.
Degrees
2021: Ph.D. (Management), Amity University, India2010: M.B.A., ICFAI Business School, Gurgaon, India
2008: B.A. (Hons.) English, Hansraj College, Delhi University, India
Research Interests
Current Research Projects
-
Summary:
Funded by AIM-Sheth Foundation, the study focuses on identifying the characteristics of service inclusivity from the perspective of consumers with locomotor disability
Description:The objective of this study is to use a TSR based approach to a) discuss the lack of attention paid towards vulnerable consumers segment in the context of service consumption, b) delineate the service consumption experiences of consumers with physical disabilities, c) identify the servicescape characteristics that give rise to a perception of service exclusion among the physically disabled consumers, d) explore the intermediary role of technology in enhancing service inclusion for physically disabled consumers, and e) provide marketers a roadmap to achieve service inclusion
Murtaza, Z., Sharma, I., & Carbonell, P. (2024). Examining chatbot usage intention in a service encounter: Role of task complexity, communication style, and brand personality. Technological Forecasting and Social Change, 209, 123806.
Sengupta, I., Jain, K., Kar, A.K. and Sharma, I. (2024), "“I am sorry for judging you”: conceptualizing sentiment reversal among followers in case of falsely alleged social media influencer transgression", Internet Research, https://doi.org/10.1108/INTR-08-2023-0649
Sarkar, A., Gahlot Sarkar, J., Jain, K. and Sharma, I. (2023), "Deciphering factors that make a narcissistically loved salon brand", International Journal of Retail & Distribution Management, DOI: https://doi.org/10.1108/IJRDM-02-2023-0079
Sharma, I., Jain, K., Behl, A., Baabdullah, A., Giannakis, M. and Dwivedi, Y. (2023), "Examining the motivations of sharing political deepfake videos: the role of political brand hate and moral consciousness", Internet Research, DOI: https://doi.org/10.1108/INTR-07-2022-0563
Sharma, I., Jain, K. and Behl, A. (2022), "Motives of the self and brand hate", Journal of Consumer Marketing, Vol. 39 No. 7, pp. 708-725. https://doi.org/10.1108/JCM-04-2021-4635
Jain, K., Jajodia, I., Sharma, P. and Singh, G. (2020), "Brand bravery: conceptualization, scale development and validation", Journal of Product & Brand Management, Vol. 30 No. 8, pp. 1212-1228
Gupta. R., Jain. K., and Jajodia, I. (2021). “Determinants of Smart Speaker Adoption Intention: Extending the Theory of Planned Behavior”, International Journal of Technology Marketing, Vol. 15, No. 2/3, p.181-202
Behl, A., Sheorey, P., Chavan, M., Jain, K., and Sharma, I (2021). “Empirical Investigation of participation on crowdsourcing platforms- A gamified approach”, Journal of Global Information Management, Vol 30, No. 2
Behl, A., Sheorey, P., Jain, K., Chavan, M., Sharma, I., and Zhang, J. (2021). “Gamifying the gig: transitioning the dark side to bright side of online engagement”, Australasian Journal of Information Systems, Vol. 25.
Soni, M., Jain, K. and Sharma, I. (2021), “Mobile Health (mHealth) Application Loyalty in Young Consumers”, Young Consumers, Vol. 22 No. 3, pp. 429-455.
Sharma, I., Jain, K., and Gupta, R., (2021), “The power to voice my hate! Exploring the effect of brand hate and perceived social media power on negative eWOM”, Journal of Asia Business Studies, DOI: https://doi.org/10.1108/JABS-10-2020-0423
Behl, A., Chavan, M., Jain, K, Sharma, I., Pereira, V., Zhang, J. (2021), “The role of Organizational Culture and Voluntariness in the adoption of Artificial Intelligence for Disaster Relief Operations”, International Journal of Manpower. DOI: https://doi.org/10.1108/IJM-03-2021-0178
Jain K., Sharma I., & Behl A. (2021) Voice of the stars - exploring the outcomes of online celebrity activism, Journal of Strategic Marketing, DOI: 10.1080/0965254X.2021.2006275
Sharma, I., Jain, K., and Singh, G., (2020). “Effect of online political incivility on partisan attitude: Role of issue involvement, moral identity and incivility accountability”, Online Information Review, Vol. 44 No. 7, pp. 1421-1441.
Sharma, I., Jain, K., and Behl, A. (2020), “Effect of service transgressions on distant third-party customers: The role of moral identity and moral judgment”. Journal of Business Research. Vol 121, pp. 696-712
Sharma, I. and Jain, K., (2020). “Negative eWOM on Social Media: Role of Individual, Contextual and Social Determinants”, International Journal of Internet Marketing and Advertising, Vol.14 No.4, pp.377 – 398
Current Courses
| Term | Course Number | Section | Title | Type |
|---|---|---|---|---|
| Winter 2025 | AP/ADMS4245 3.0 | M | Digital Marketing | LECT |
Dr. Isha Sharma is an Assistant Professor of Marketing. Her teaching interests include Digital Marketing and Consumer Behavior. Her research focuses on new technology adoption, consumer engagement with AI-enabled technologies, consumer brand relationships, and online consumer culture. She has a consistent record of publishing research articles in reputed peer reviewed journals. She has also won the competitive research grant from AIM Sheth Foundation (2021) for her research proposal on service inclusivity for the differently-abled consumers.
Degrees
2021: Ph.D. (Management), Amity University, India2010: M.B.A., ICFAI Business School, Gurgaon, India
2008: B.A. (Hons.) English, Hansraj College, Delhi University, India
Research Interests
Current Research Projects
-
Summary:
Funded by AIM-Sheth Foundation, the study focuses on identifying the characteristics of service inclusivity from the perspective of consumers with locomotor disability
Description:The objective of this study is to use a TSR based approach to a) discuss the lack of attention paid towards vulnerable consumers segment in the context of service consumption, b) delineate the service consumption experiences of consumers with physical disabilities, c) identify the servicescape characteristics that give rise to a perception of service exclusion among the physically disabled consumers, d) explore the intermediary role of technology in enhancing service inclusion for physically disabled consumers, and e) provide marketers a roadmap to achieve service inclusion
Project Type: FundedAll Publications
Murtaza, Z., Sharma, I., & Carbonell, P. (2024). Examining chatbot usage intention in a service encounter: Role of task complexity, communication style, and brand personality. Technological Forecasting and Social Change, 209, 123806.
Sengupta, I., Jain, K., Kar, A.K. and Sharma, I. (2024), "“I am sorry for judging you”: conceptualizing sentiment reversal among followers in case of falsely alleged social media influencer transgression", Internet Research, https://doi.org/10.1108/INTR-08-2023-0649
Sarkar, A., Gahlot Sarkar, J., Jain, K. and Sharma, I. (2023), "Deciphering factors that make a narcissistically loved salon brand", International Journal of Retail & Distribution Management, DOI: https://doi.org/10.1108/IJRDM-02-2023-0079
Sharma, I., Jain, K., Behl, A., Baabdullah, A., Giannakis, M. and Dwivedi, Y. (2023), "Examining the motivations of sharing political deepfake videos: the role of political brand hate and moral consciousness", Internet Research, DOI: https://doi.org/10.1108/INTR-07-2022-0563
Sharma, I., Jain, K. and Behl, A. (2022), "Motives of the self and brand hate", Journal of Consumer Marketing, Vol. 39 No. 7, pp. 708-725. https://doi.org/10.1108/JCM-04-2021-4635
Jain, K., Jajodia, I., Sharma, P. and Singh, G. (2020), "Brand bravery: conceptualization, scale development and validation", Journal of Product & Brand Management, Vol. 30 No. 8, pp. 1212-1228
Gupta. R., Jain. K., and Jajodia, I. (2021). “Determinants of Smart Speaker Adoption Intention: Extending the Theory of Planned Behavior”, International Journal of Technology Marketing, Vol. 15, No. 2/3, p.181-202
Behl, A., Sheorey, P., Chavan, M., Jain, K., and Sharma, I (2021). “Empirical Investigation of participation on crowdsourcing platforms- A gamified approach”, Journal of Global Information Management, Vol 30, No. 2
Behl, A., Sheorey, P., Jain, K., Chavan, M., Sharma, I., and Zhang, J. (2021). “Gamifying the gig: transitioning the dark side to bright side of online engagement”, Australasian Journal of Information Systems, Vol. 25.
Soni, M., Jain, K. and Sharma, I. (2021), “Mobile Health (mHealth) Application Loyalty in Young Consumers”, Young Consumers, Vol. 22 No. 3, pp. 429-455.
Sharma, I., Jain, K., and Gupta, R., (2021), “The power to voice my hate! Exploring the effect of brand hate and perceived social media power on negative eWOM”, Journal of Asia Business Studies, DOI: https://doi.org/10.1108/JABS-10-2020-0423
Behl, A., Chavan, M., Jain, K, Sharma, I., Pereira, V., Zhang, J. (2021), “The role of Organizational Culture and Voluntariness in the adoption of Artificial Intelligence for Disaster Relief Operations”, International Journal of Manpower. DOI: https://doi.org/10.1108/IJM-03-2021-0178
Jain K., Sharma I., & Behl A. (2021) Voice of the stars - exploring the outcomes of online celebrity activism, Journal of Strategic Marketing, DOI: 10.1080/0965254X.2021.2006275
Sharma, I., Jain, K., and Singh, G., (2020). “Effect of online political incivility on partisan attitude: Role of issue involvement, moral identity and incivility accountability”, Online Information Review, Vol. 44 No. 7, pp. 1421-1441.
Sharma, I., Jain, K., and Behl, A. (2020), “Effect of service transgressions on distant third-party customers: The role of moral identity and moral judgment”. Journal of Business Research. Vol 121, pp. 696-712
Sharma, I. and Jain, K., (2020). “Negative eWOM on Social Media: Role of Individual, Contextual and Social Determinants”, International Journal of Internet Marketing and Advertising, Vol.14 No.4, pp.377 – 398
Current Courses
| Term | Course Number | Section | Title | Type |
|---|---|---|---|---|
| Winter 2025 | AP/ADMS4245 3.0 | M | Digital Marketing | LECT |
